Closing a sale could be as easy as picking the right words

October 21, 2009 – 8:34 am – No Comment

Sales pitch

Closing a sale can be one of the most difficult things you find yourself doing in the workplace; especially if you really need the sale or it is a large sale. In a workplace situation where you are paid based on commissions from selling straight to the customer or even to other businesses, every sale is important. So, what are some helpful words to use to close a sale? Just take a look at the picture above…Two familiar faces (the Mac guy and the PC guy) are standing there. The PC guy is trying to use “words” to sell you on a PC.

Tom Niesen, a contributing writer for the Dallas Business Journal had a few interesting points to make when it comes to closing a sale with a potential buyer.

He first says to not put words into your potential buyer’s mouth. Some people may see this as you trying to manipulate them.

He then goes on to say that you really need to try to uncover the right words. You have to figure out what words are the best choices for what you have to offer.

“Begin by writing down three key features or benefits. They might be related to quality, customer service or lead times – whatever makes your offering superior. Make the language simple, easily understood and memorable.”

I think his next point is the most important point when it comes to making a sale. You have to be able to put yourself in your client’s position. Once you take each of the three features you have described, your potential customer will ultimately think “And???” or “So what?” Answering this question can be difficult so you need to know exactly how the service or product can benefit them. This is where you have to find a value statement that fits their needs.

“An advertising agency prided itself on a key sales point: ‘We are quick and responsive.’ We said: ‘So what?’ The agency responded, “We can make changes fast.” Again, we asked, ‘So what?’ The answer provided the agency’s ultimate selling point: ‘When you shut your eyes and envision how you would like your company to be perceived, we can make it happen — now.’”

Another interesting tip he has is to repeat the potential customer’s words back to them. He uses the example that a potential customer says “We’re not interested right now” and he would go on to say, “You’re not interested right now, unless my product is guaranteed to make you money, right?” It uses the customer’s own words to show that you were not only listening, but you can also guarantee your product.

Of course, all clients are different.

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